If you want more visitors to your website, content is key. Writing high-quality, optimized content can bring more visitors to your website for free (yes, free)! The main factor here is how easy it is to find your website on search engines.
Writing content using search engine optimization (SEO) best practices and using marketing analysis tools doesn’t have to be a very complicated process. In this blog, we’ll break down this topic in detail and explain how to optimize content for organic search in different industries.
What is SEO?
SEO is search engine optimization. And it does just that – it helps content appear higher on search engines like Google, Bing. As a result, you increase traffic to your website and improve its quality.
Search engines collect and rank all content for a search query using scanners, and then perform these rankings using algorithms to determine how relevant and high quality that content is and, therefore, which page the search engine displays it on.
Getting on the first page or the first position in the search engine rankings increases traffic. This is why reputable websites usually appear first in search engine rankings.
So, what ranking factors are important for SEO? There are two main categories: on-site and off-site factors. On-site SEO includes elements such as keywords and page relevance. You can influence these factors by making changes directly to your website. Off-site SEO requires work outside of your website. It measures factors such as the authority of your website, which search engines judge based on link building (more on that later).
Pro tip: Blogging can help improve on-site SEO by providing relevant content that answers your users’ questions directly on your website. Blog content and landing pages with on-page search engine optimization provide more opportunities to boost search engine rankings and get more traffic from users.
What is content optimization?
Content optimization is the process of updating text on a page, images, links and even code to help search engine algorithms improve your page rankings. Ultimately, it helps your target audience find you. In our industry, we call this SEO content.
More effective content will be search-friendly for both Google and users.
How do you optimize content for SEO?
Start with keyword research
Keyword research is the first step in SEO copywriting and content creation in general. It is an essential part of any successful content marketing and SEO strategy. Before you write your texts, determine what criteria you want your content to rank for. Analyze the behavior patterns of your target audience and study how they search for relevant content. Think about what wording they will enter in a search and how it relates to your company. Then use those exact terms as you write your content.
research related keywords and phrases
Next, brainstorm. Put yourself in your audience’s shoes and write down some terms and phrases that may be relevant. For example, if you’re writing about how to effectively promote health and nutrition trends, ask yourself: “What would users type into Google to find this information?”
Also, use Google or YouTube for inspiration, as both platforms offer query options when you type something into their search bar. Another option is to simply research “Related Search Terms” and see what the search engines offer you. For more targeted phrases, go to the Similarweb website and study what search terms your competitors are using to attract traffic. You can also use Similarweb’s keyword generator to get a list of keywords related to any initial keyword. This will give you new ideas and keyword options for targeting.
For example, let’s look at walmart.com and target.com. Walmart wins the vast majority of relevant search traffic (69%), while Target has only 30%.To attract more keyword traffic, Target first needs to understand what keywords Walmart uses to attract traffic.
The most important factors to consider when choosing keywords and phrases are search volume, clickability (recommended snippets), difficulty level, and keyword trends.
Where to use keywords to optimize content?
To help search engines associate your keywords with your content and deem it relevant, you should use your main keyword in the first 100 to 150 words, as well as in headlines. Of course, it’s also important to use keywords naturally throughout the text. The important word here: natural. Keyword stuffing is actually penalized by search engine algorithms. Marketers easily fall into this trap.
Remember that SEO should not compromise the originality of your ideas or the readability of your text. Your goal is to mention your targeted keywords enough times that search engines realize that your page is truly relevant, not to use your keywords as many times as possible, even if they’re not really relevant.
optimize your title tag
To make sure your title tag, also known as the meta title and page title, helps your rankings, make it attractive and link it to the rest of the content on your page. Try to use relevant keywords at the beginning of your headline to prove relevancy, and avoid throwing in keywords. Note that your headline should be 50 to 60 characters – if it’s longer, it will be cut off on the search engine results page (SERP). Each page should have a unique headline.
Create meta descriptions that grab attention
A meta description is an important piece of content that appears in search results under the meta title. It’s not a direct ranking factor. But it is another opportunity to grab users’ attention. Remember, attractive content drives clicks. A powerful meta description can increase your click-through rate, so take advantage of this opportunity.
Here are some simple tips for creating a strong meta description:
- Write a compelling call to action, using verbs such as “define” or “recognize.”
- Give each page a unique meta description
- Don’t exceed 155 characters so that they headings won’t be clipped by the search engine, including your main keywords
Write SEO-appropriate headlines
The main title of any piece of content is called an H1. Your H1 should include your main keywords. It should also be closely related to the title tag and the main topic of the page.
It makes sense that the title of a page dedicated to a particular topic would also address that topic in its subheadings. H1 represents the main topic of your page and guides the user as he or she reads the text. Headings emphasize key points and add structure to the content. Thus, having your keywords in these elements signals to Google’s algorithm that your website also matches your target keyword.
The main subheadings are H2 headings and the smaller headings are called H3 headings. H2 and H3 headings should contain secondary keywords whenever possible. The combination of short and long keywords from these headings will help search engines understand the structure and content of your page. Note that order helps Google’s algorithm understand the structure of the content and the value it provides to users.
Add internal and external links for SEO
Don’t underestimate the importance of links. Include external and internal links so that your content is perceived as credible. This can also help you position yourself as an expert on the topic – both to search engines and to your audience.
External links should link to credible, authoritative sources that support your content claims. External links create a relationship history between your website and more authoritative websites, so rely on well-known, authoritative publications such as Forbes, Business Insider, Neil Patel and others. Internal links are links that lead readers to other relevant content on your Web site.
All links should have an appropriate UTM tag and open in a new tab so that the reader can view the additional resource without leaving your content. A short, easy-to-read URL separating your main keywords with hyphens is usually ideal.
Use eye-catching images
Images can pique curiosity and encourage people to read your article. They can also lead to reposts on social media. That’s why it’s so important to include relevant, interesting images with alt-text. Alt-text is a text description that is added to the HTML tag of an image on a Web page. It is displayed when the user hovers the mouse over the image and when the image cannot be displayed.
Optimizing the alt-text of images helps search engines understand what your images show, which, again, increases the ranking of your content. Your alt-texts can be a complete sentence describing the image and should also be based on your targeted keywords.
Optimized content yields results
Optimizing every piece of content with an SEO strategy can make a big difference in the quality and amount of traffic your website receives for free. Following these guidelines gives you an edge over your competitors.